Akademik Veri Yönetim Sistemi
X. Ulusal Tarım Ekonomisi Kongresi, Konya, Türkiye, 5 - 07 Eylül 2012, ss.926-935
The study was designed to
determine the consumers’ attitude and behaviors towards the meat consumption and
to analyze the factors affecting on their meat consumption. Principal Component Analysis (PCA) to
determine the main factors affecting the consumption based on the food product
attributes and K-means Cluster Analysis to constitute the homogenous
segments related to their consumption frequencies were used by taking the
primary data obtained from 385 households consuming the meat consumption and
residing in Erzurum. According to the results of the study; the heavy users (C1) consuming the meat consumption were
constituted by the desirous and sensitive consumer segments contributing to the
regional and rural development under the augmented product mix registered with
the origin of the region. On the other hand, while the medium users (C2) using it focused on the concept
forming their diets around the core benefit by considering the sensorial and
actual quality attributes, light users (C3)
also tried to maximize their total utility through promotion/communication and
price mixes by performing under the alienated purchase attitude and behaviors.
The augmented product mix, therefore, with the origin of region under local
brand, the product strategies with the individual brand satisfying to the core
benefit requirements and the international brand strategies orienting the
promoting and price mixes could apply for C1,
C2 and C3, respectively. In this way, it could be contributed to the rural
regional developments, and thus could be increased the welfare levels of the
people living in the rural areas by providing both the producer and consumer
satisfactions